BBDO: Gillette “Light It Up”
To celebrate the 2012 Summer Olympics, Gillette and BBDO NY teamed up with Klip Collective to produce a large-scale projection spectacle in Boston. Over the course of three nights leading up to the Opening Ceremony, Klip Collective projected massive moving images of sprinter Tyson Gay and swimmer Ryan Lochte all around the city of Boston. But that was just the beginning. The main event took place outside Boston’s Institute of Contemporary Art. Grandstand seating was set up along the waterfront, with dramatic views of the harbor and skyline. The crowd witnessed an amazing spectacle: giant video images of Ryan Lochte and Tyson Gay were projected onto a mist of water being sprayed into the air from below the water’s surface. Video from this event and the other projections around the city were captured and edited by Klip Collective into a celebratory video for Gillette, set to the tune of M83’s anthemic track “Steve McQueen”. The video received hundreds of thousands of views on YouTube in the days following the event, as Lochte and Gay made history in London.